BROCHURE DESIGNING(or How To Make A Summary With Pretty Pictures)

WHAT IS IT? (CHARACTERISTICS OF A BROCHURE)

• From the French word: Brocher meaning “To stich” or “To sew”

• (Noun) A small booklet or pamphlet usually containing a summary of products or services

• Most common forms are the bi-fold and the tri-fold

IMPORTANT COMPONENTS

FontPicturesAmount of Text Scope of InformationColor

ROAD MAP OF DISCUSSION

• Traits that make brochures useful in advertising• Statistics of attention span• Basic industry recommended guidelines of color usage• Suggestive selling techniques of color •How specific industries generally use colors•White Space

WHY DOES IT WORK?

•Has the advantage of leisure•Lends professionalism to services•Portable•Cheap to make

THE STATS OF ATTENTION SPAN

•Average of 250 to 3000 advertisements daily•An advertisement has on average of 7-8 seconds to get someone’s attention•Down from 12 seconds in 2000•Gold fish attention span about 9 seconds…

LAYOUT OF COLOR SCHEMES (HOW TO GET ATTENTION)

• Related elements grouped together • Complementary colors are preferred over all but

contrasting more memorable• No more than 5 colors used (3 or 4 preferable)• Don’t put similar shades or tints too close to one another• Don’t put red and blue on top of one another (computer

screen)

EXAMPLES

SUGGESTIVE SELLING (ADVERTISING AND SUGGESTIVE COLORING)

•Red is passionate/stimulating/bold•Blue is security/reliability/calm/stability•Green is health/vitality/organic/harmony•Yellow is optimism/excitable/happiness •White is sterility/cleanliness

INDUSTRY GUIDELINES

•Medical Profession, Insurance and Telecommunication: Usually use Blue • Food and Hospitality: Usually use Red• Chemical Industries: Usually use Green•Orange and brown growing in popularity• Purple most often used for luxury items not often in business world

EXAMPLE

USE OF WHITE SPACE (LESS IS MORE)

• Two types: Active and Passive• Important for the sake of readability(guides the eye)•Makes things look cleaner/neater (“harmonious layout”)• Better focus on main points• Adds certain level of sophistication to design

EXAMPLES